belVita Breakfast Survey Finds 63 Percent Of Americans Fall Short On Energy In The Morning

EAST HANOVER, N.J., Feb. 13, 2012 /PRNewswire/ -- According to a new survey released by Kraft Foods' belVita Breakfast, 63 percent of Americans admit they sometimes feel low on energy in the morning, which is not a surprise given fewer than half eat breakfast every day. To help Americans fuel up, Kraft Foods introduces a new kind of breakfast to the U.S.—belVita Breakfast Biscuits—lightly sweet, whole grain crunchy breakfast biscuits, specially developed to provide nutritious sustained energy to fuel your body for the whole morning. They hit store shelves nationwide this week in the cookie/cracker aisle.

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"There is a tension in the morning—Americans know they should eat breakfast yet they often don't have the time," said Janda Lukin, Director of Innovation at Kraft Foods. "belVita Breakfast is the first of its kind in the U.S., marking the launch of an entirely new kind of breakfast, the 'breakfast biscuit.' belVita Breakfast Biscuits are delicious, portable and will give you fuel—and help keep you going—for the whole morning." 

A Snapshot of American Mornings

The belVita Breakfast Energy Survey sought to understand breakfast habits and the role breakfast plays in providing Americans with the sustained morning energy they need. The survey results show that while overall morning energy levels and breakfast beliefs vary from coast to coast, there is one clear consensus—Americans are looking for new nutritious and delicious breakfast options that provide lasting energy for the whole morning.

Breakfast Beliefs Across the Nation

• According to the national survey conducted by StrategyOne, sixty-one percent of American adults believe breakfast to be the most important meal of the day, yet only 48 percent actually eat breakfast every morning.
• Researchers found breakfast skipping to be more common in major southern cities, with Dallas–Ft. Worth (54 percent) and Houston (60 percent) residents forgoing breakfast most frequently. 
• Among those who eat breakfast daily, men seem to get more out of their breakfast, with 53 percent of men feeling more productive after breakfast versus 44 percent of women.
• More than half of Americans can be persuaded to up their breakfast intake if it is nutritious and provides energy for the whole morning.

America's Morning Power Grid

• Almost two in three Americans admit to having low levels of energy in the morning, with 57 percent looking to breakfast to help provide fuel for their morning.
• Big city life does not necessarily translate into big morning energy—New Yorkers (69 percent) and Los Angelenos (66 percent) suffer most from morning energy drain, while residents of Washington, D.C. (44 percent) and Boston (46 percent) are least likely to be sluggish in the morning.
• Meanwhile, the old adage still rings true—the early bird gets the worm. Eighty-four percent of respondents believe the most successful people get their day started early with an energized morning.
• Only 28 percent of Millennials describe themselves as an early bird versus 63 percent of Baby Boomers.

Grab Morning by the Biscuits

To help Americans fuel up in the morning, Kraft Foods worked with nutritionists to create belVita Breakfast Biscuits that provide nutritious sustained energy to help fuel your body throughout the morning. The sustained energy release results from a combination of carefully selected ingredients and a special baking process that helps preserve the integrity of the grain so that the carbohydrates are slowly released in the body. Each individual package of four crunchy biscuits is portioned for breakfast, has 18-20g whole grains per serving and is a good source of fiber and four B vitamins. Additionally, belVita Breakfast contains no high fructose corn syrup, no partially hydrogenated oils, and no artificial flavors or sweeteners. belVita Breakfast Biscuits can be enjoyed as part of a balanced breakfast with a piece of fruit and a serving of fat-free or low fat dairy – such as a banana and a yogurt. belVita Breakfast Biscuits are available in Blueberry, Golden Oat and Apple Cinnamon.

"What I've come to love about belVita Breakfast is its versatility," says Dr. Connie Guttersen, registered dietitian, author, creator of The Sonoma Diet and nutrition instructor at the Culinary Institute of America. "Whether pairing belVita Breakfast Biscuits with peanut butter, sliced bananas and a glass of low-fat milk or enjoying it on-the-go with a nonfat latte and an orange, there are numerous ways to enjoy belVita Breakfast as part of a nutritious breakfast."

While breakfast biscuits are new to Americans, they have been enjoyed by Europeans for years.  Kraft Foods introduced its first breakfast biscuits in France more than a decade ago and now sells belVita biscuits in more than ten countries including Belgium, Czech Republic, Portugal, Hungary, Poland, the United Kingdom and Brazil.

belVita Breakfast Biscuits are now available on U.S. store shelves nationwide in the cookie/cracker aisle.  For more information, visit www.belVitabreakfast.com.

About The Survey: The belVita Energy Survey presented by belVita Breakfast Biscuits is based on two studies conducted by StrategyOne from December 21, 2011 – January 4, 2012. The first, a national sample of 1,005 6-minute surveys were conducted online among U.S. Adults 18+. The results are nationally representative based on the U.S. Census indicators. With 95% confidence, the margin of error is +3.1%. The data was weighted to ensure that the sample's composition reflects that of the actual U.S. population according to U.S. Census figures. 

The second is a study conducted online in ten major U.S. cities among Adults 18+. The cities are: New York, Los Angeles, Chicago, Philadelphia, Boston, San Francisco, Dallas/Ft. Worth, Washington D.C., Atlanta, and Houston. A total of 2,000 5-minute surveys were conducted. Sample size of 200 per city, 100 male and 100 female per city. With 95% confidence, the margins of error within each individual city is + 6.93%.

About Kraft Foods: Kraft Foods Inc. (NYSE: KFT) is a global snacks powerhouse with an unrivaled portfolio of brands people love.  Proudly marketing delicious biscuits, confectionery, beverages, cheese, grocery products and convenient meals in approximately 170 countries, Kraft Foods had 2010 revenue of $49.2 billion.  Twelve of the company's iconic brands – Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Tang and Trident – generate revenue of more than $1 billion annually.  On Aug. 4, 2011, Kraft Foods announced plans to divide and create two independent public companies:  a high-growth global snacks business and a high-margin North American grocery business.  The transaction will take at least 12 months to complete, during which time plans regarding the structure, management, governance and other matters will be announced.  A leader in innovation, marketing, health & wellness and sustainability, Kraft Foods is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.  Visit www.kraftfoodscompany.com and www.facebook.com/kraftfoodscorporate.

About StrategyOne: StrategyOne, a Daniel J. Edelman company, employs custom public opinion research and secondary research methodologies to deliver strategic counsel to corporate, organizational and governmental clients globally. With offices in Atlanta, Chicago, London, New York, Paris, San Mateo, Washington, D.C., and Abu Dhabi StrategyOne provides global clients with evidence based stakeholder insights, analysis and measurement. Visit www.strategyone.com for more information.

SOURCE Kraft Foods